Wednesday, September 24, 2008

P&G on Value-Added Marketing

On this blog, most everything we explore is about marketing that creates value for consumers. In a world with increasing consumer control, marketing that interrupts and annoys will continue to lose attention and impact, while marketing that consumers welcome and desire will create lasting brand value.

"I'm driven by the idea that, somehow, the $700 billion a year that humans spends on advertising could create a lot of good and achieve its business goals if advertisers focus harder on crafting value rather than messages."

Amen!

The interview with McConnell on iMedia is interesting and informative. P&G has been exploring innovative strategies in digital and Social Media channels, such as its blog-focused content initiative for Iams. McConnell addresses a digital strategy he thinks may not succeed (unsolicited location-based mobile marketing) and the largest untapped opportunity for interactive marketers (measurement--of course!)

The iMedia interview is a worthwhile read for anyone interested in what market-leader P&G is doing to create more value-added marketing opportunities.

Note: I'm on vacation this week but worked a little ahead to keep the content flowing on this blog. If you comment, I won't be able to read and respond to your message until this weekend.

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About Experience: The Blog

The world is changing rapidly, both for consumers and brands. Consumers are more empowered than ever before and traditional business models are under attack.

In an increasingly social, mobile and real-time world, brands are created not by the messages they broadcast but by the experiences they offer--ones that create empathy, build trust, earn loyalty, spur Word of Mouth, encourage collaboration, and provide ever greater value to customers in innovative ways. On this blog, we explore how brands are built and business improved via Customer Experience Management, purposeful corporate culture, social and mobile business strategy and collaborative economy models.

You are welcome to participate, criticize, praise, critique, expand, or correct the information and opinions found on this blog. Spam, off-topic, or crude comments will be deleted, but all others are welcome.

About the Author

I am Augie Ray, Research Director covering customer experience at Gartner. I conduct and publish research and advise Fortune 500 clients on the value, process, measurement and tools of customer experience. This includes topics such as Voice of the Customer (VoC), personas, customer journey maps, CX governance, and customer experiences metrics that are leading metrics of brand success.

Previously, I was Director of Global Voice of Customer Strategy for a Fortune 100 financial service company. My background includes more than 20 years of experience in digital, brand, customer experience and social media.

In the past, I led social business at USAA, a firm recognized for its innovative use of communities and social customer care within the financial service industry. I also consulted and published analysis as a Forrester analyst covering digital marketing and social media. In addition, I led a diverse $9 million agency team with specialties in digital development, digital experiential marketing and community strategy.

The future will bring a great deal of innovation that offers opportunities to organizations that are agile and willing to cannibalize their own business models (but it will severely challenge those organizations that cannot.)

The views expressed on this website/blog are mine alone and do not necessarily reflect the views of my employer.